Pub web review 5-11-16 chris middings
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Transcript of Pub web review 5-11-16 chris middings
• Website Review
• By: Chris Middings
Chris Middings
Marketing
Indri.co
What We’ll Cover
Getting traffic to the siteUser experience
What’s Usually Covered
What We’ll Cover
Google Wants Two Things
One answer, Instantly “When you use Google, do you get more than one answer?
Of course you do…Well, that’s a bug. We should be able to give you the right answer just once. We should know what you meant. You should look for information. We should get it exactly right.”
“I flip through my favorite papers and magazines, the images as crisp as in print, without a maddening wait for each page to load.”
- Eric Schmidt, Alphabet Chairman
One Answer, Instantly
Amazon is headed the same way
From mid-December to mid-March, orders placed via the Dash Button rose 75%
More Mobile Users
More Mobile Time Spent
Less Desktop Time Spent
Getting traffic to the site
The “year of mobile” is now in the past More users More time spent
Desktop peaked, now declining
They won’t have a desktop connection
(NTIA)
They won’t even have a desktopIntel to cut 12,000 jobs as it confronts decline in desktop computers
Transforming from PCs to powering the cloud and billions of smart, connected computing devices
They won’t even have a desktop
Getting traffic to the site
Getting traffic to the site
Mobile Search = Google
http://www.rimmkaufman.com/blog/google-dominance-grows-mobile-search/
Getting traffic to the site
Remember Mobilegeddon?April 21, 2015
Getting traffic to the site
Getting traffic to the site
Mobilegeddon’s Impact
Getting traffic to the site
x
55% loss in mobile traffic
Getting traffic to the site
“But I don’t have any mobile traffic”Self-fulfilling prophecy
Getting traffic to the site
Now, Accelerated Mobile Pages “We want webpages with rich content like video, animations
and graphics to work alongside smart ads, and to load instantaneously. We also want the same code to work across multiple platforms and devices so that content can appear everywhere in an instant—no matter what type of phone, tablet or mobile device you’re using.”
- https://googleblog.blogspot.com/2015/10/introducing-accelerated-mobile-pages.html
Getting traffic to the site
AMP pages: Load near instantaneously Use about 10 times less data Have attracted top-tier publishers like The New York
Times, Washington Post, and The Guardian “For the publishers who have adopted AMP, they now
have the opportunity to enjoy prime mobile real estate compared to non-AMP sites.”
- http://adage.com/article/digital/amp-articles-enjoy-prime-real-estate-google-news/303643/
Getting traffic to the site
Getting traffic to the site
Someone in your company needs to be in charge of site speedBy PageGoogle indexes pages, not websites
User Experience
Useful Free ToolsMobile-Friendly Test
https://www.google.com/webmasters/tools/mobile-friendly/
PageSpeed Insights https://developers.google.com/speed/pagespeed/insights/
Website Grader https://website.grader.com/
User Experience: Mobile
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User Experience: Mobile
x
User Experience: Mobile
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User Experience: Mobile
x
User Experience: Mobile
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User Experience: Mobile
User Experience: Mobile
User Experience: Mobile
User Experience: SEOWhy is SEO important?Title Tags are headlinesMeta Descriptions are body copyURLs are Calls-to-Action
The best meta descriptions also contain calls-to-action
User Experience: SEO
Best Calls-to-Action http://info.rocketfuel.com/Programmatic-Creative-Guide.html
User Experience: SEO
The Title Tag and Meta Description on your home page is likely the most read text in your entire organization
User Experience: SEO
Title Tag could be better utilized Never use your company name in Title Tags Users not searching for “home”
Meta Description is too long 155 characters maximum
User Experience: SEO
Right click on the page View page source
Or use Ctrl-U
User Experience: SEO
Search for <title>Search for “description”
User Experience: SEO
Same meta description as home page
User Experience
“It is better to have unique meta descriptions or no meta descriptions at all, then to show duplicate meta descriptions across pages.”
Matt Cutts, Google’s head of search spam (paraphrase)
User Experience: SEOWatches & Jewelry Search Insights: Share of Traffic to Brand Sites by Source, January-March 2016, N=66 Brands
-www.l2inc.com/research/watches-and-jewelry-search-insights-2016
User Experience: PPCWatches & Jewelry Search Insights: Share of Brands Participating in Given Paid Search Strategy by Category, March 2016
-www.l2inc.com/research/watches-and-jewelry-search-insights-2016
User Experience: PPC
User Experience: SEO
Title Tag could be better utilized Never use your company name in Title Tags
Meta Description is too long 155 characters maximum
User Experience: SEO
Otherwise, Great Meta Descriptions Submerge into silken velvets, rich leathers and lavish
brocades with our Victorian reproduction sofas. Enjoy the elegant details, including hand carved wood and plump pillows.
Antique reproduction Victorian tables. Coffee and side tables, including wickers tables and wood tables.
Shop Decoratives & Accent at Victorian Trading Co. Unique, one-of-a-kind treasures and romantic, vintage-inspired items sure to enchant!
Shop Dinnerware at Victorian Trading Co. Unique, one-of-a-kind treasures and romantic, vintage-inspired items sure to enchant!
Our museum-quality Victorian Stationery features lovely imagery rescued from private estates and galleries. Beautifully packaged and includes envelopes.
User Experience: SEO
But They Need More Keywords Submerge into silken velvets, rich leathers and lavish
brocades with our Victorian reproduction sofas. Enjoy the elegant details, including hand carved wood and plump pillows.
Antique reproduction Victorian tables. Coffee and side tables, including wickers tables and wood tables.
Shop Decoratives & Accent at Victorian Trading Co. Unique, one-of-a-kind treasures and romantic, vintage-inspired items sure to enchant!
Shop Dinnerware at Victorian Trading Co. Unique, one-of-a-kind treasures and romantic, vintage-inspired items sure to enchant!
Our museum-quality Victorian Stationery features lovely imagery rescued from private estates and galleries. Beautifully packaged and includes envelopes.
User Experience
URLs need to spell out what the product is:
User Experience
Zero Sum Game In game theory and economic theory, a zero-sum
game is a mathematical representation of a situation in which each participant's gain (or loss) of utility is exactly balanced by the losses (or gains) of the utility of the other participant(s).
If the total gains of the participants are added up and the total losses are subtracted, they will sum to zero.
User Experience
Zero Sum Game Only one company gets the order If you get it, your competition doesn’t And vice versa
User Experience: SEO spyfu.com/seo/competitors/domain
User Experience: SEOKeyword Overlap128 common keywords
User Experience: SEO spyfu.com/seo/competitors/domain
User Experience
Someone in your company needs to be in charge of keywordsBy PageGoogle indexes pages, not websites
Site Indexing
This looks OK, but…
Site Indexing
Something is wrong here:
Site Indexing
Something is wrong here:
Site Indexing
Something is wrong here:
Site Indexing
This looks OK, but…
Site Indexing
Something is wrong here:
Site Indexing
Disallow indexing on development and wholesale sites
http://www.robotstxt.org
Site Indexing
Someone in your company needs to be in charge of site indexing
User Experience
Logo prominent, upper left Basket prominent, upper right Links to most popular product categories Clear search field at the top Display free shipping (if you offer it)
User Experience
Include trust symbols, especially in checkout
Have the email signup form on every page
Links to return and exchange policies
Breadcrumb navigation
User Experience
Include calls to action
Customer reviews/ratings for each product
Related product links to upsell
User Experience
Provide product images with zoom With ability to scroll through all images with left/right arrows,
rather than closing one image & opening another
Multiple product images and angles Always helpful to show on/by a person for size comparison
Item information and specs Always edit text provided by manufacturers
A field to change purchase quantities That defaults to 1
An add-to-cart button on each product page Also nice to have on category page
Pricing information with sales or quantity discounts
User Experience
Videos Globally, consumer internet video traffic will be 80 percent of
all consumer Internet traffic in 2019, up from 64 percent in 2014 (Cisco)
Live chat Items by popularity/best sellers
Easiest way to find out “what’s this site about?”
Social share buttons for each product Highlight Exclusives Minimize clutter
User Experience
Reduce navigation once they are in the cart
User Experience
Automatically sign them up for emails when they order
User Experience
Best A/B Tests to Run
Short vs. Long Headlines Short-Form Copy vs. Long-Form Copy Bullets vs. normal text Pricing: $49 vs. $50 vs. $49.99 Serif vs. Sans Serif Colors, including background images and patterns Font Size Typefaces Calls to Action
Position Color Text
Video vs. Text Contact Form Fields Number of Steps in Your Checkout Process
• Website Review
• By: Chris Middings